Title: Understanding technology adoption processes of Low-Income Consumers

Authors: Raquel Castano; Gerardo Lozano; Raul Martinez; Adan Reyes

Addresses: EGADE Business School, Tecnologico de Monterrey, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico. ' EGADE Business School, Tecnologico de Monterrey, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico. ' EGADE Business School, Tecnologico de Monterrey, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico. ' EGADE Business School, Tecnologico de Monterrey, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico

Abstract: This study analyses the drivers and inhibitors that affect technology adoption among Low-Income Consumers (LICs). In particular, the study analyses the functional and emotional meanings of mobile telephony for LICs in Mexico. Results of a qualitative investigation show that the possibility of being connected to family and friends and brand trust are important drivers in technology adoption. In contrast, the main inhibitors to adoption are affordability and the perceived learning effort associated with use of the product. This paper also suggests direction for further research into adoption of technologies in emerging economies.

Keywords: consumer behaviour; technology adoption; low-income consumers; drivers; inhibitors; functional meanings; emotional meanings; mobile telephony; Mexico; mobile phones; cell phones; family; families; friends; brand trust; brands; communication; affordability; perceived learning effort; emerging economies; business competition; business growth.

DOI: 10.1504/IJBCG.2012.044055

International Journal of Business Competition and Growth, 2012 Vol.2 No.1, pp.37 - 51

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 01 Dec 2011 *

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